CAMPAIGNERS have missed a big chance to ram home the message that binge-drinking ruins women's bodies, says an MP.

CAMPAIGNERS have missed a big chance to ram home the message that binge-drinking ruins women's bodies, says an MP.

New ads feature a spoof cosmetic called Masq Creme de Regret and a bottle which has a logo of a woman holding her head while vomiting.

But Colne Valley Labour MP Kali Mountford said the image was "far too weak" and had too little impact.

She said: "The image, defined by a woman holding her head while being sick, is well-intentioned but is not strong enough to be a deterrent.

"Appealing to people's vanity could work if it was done properly, but this is not the way.

"Much stronger stuff is needed to stem the huge increase in binge drinking among young women."

The campaign is backed by the Portman Group - a body funded by the alcohol industry to promote responsible drinking.

The group says the proportion of women aged 16 to 24 drinking more than 35 units of alcohol a week has tripled in four years.

The campaign warns women that drinking alcohol to excess can cause weight gain, result in broken veins under the skin's surface and bloodshot eyes and leave them smelling of alcohol and increasing the risk of injuring themselves.

The Portman Group said the campaign would enc- ourage women to think about the impact of heavy drinking.

Chief executive Jean Coussins said: "Binge- drinking plays havoc with your skin as it dehydrates. Drinking too much also interrupts your beauty sleep which means you may not look your best the next day."